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Johnson, Fern L. 作者

Routledge

译者

2007-12 出版日期

272 页数

$ 129.95 价格

HRD

丛书系列

9780415978811 图书编码

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Imaging in Advertising 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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Imaging in Advertising 在线电子书图书描述

While scholarship on the visual elements of advertising has advanced our understanding of communication and media, the language elements - or 'verbal images' of the advertisement tend to be downplayed, providing a truncated analysis. "Imaging in Advertising" explores how the verbal and visual work together to create a language of advertising that speaks to audiences and moves them to particular thoughts and actions. Through a series of case studies, Fern L. Johnson examines how the verbal and visual produce meaning - exploring advertisements for cigarettes, alcohol, and cosmetics - and argues that the verbal images in advertising are as important as the visual images, treating advertisements as a structured whole, rather than a series of fragments.

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